Last week saw the launch of one of Digital Storm’s largest projects of 2019. The new website for people development company The Colour Works is an extensive transformation with a heavily improved user flow and new branding to take the business into its 16th year of trading.
The Colour Works transform the way people work together. Their mission is to create vibrant workplaces in which all people feel valued, communication is clear and authentic leadership filters throughout the organisation.
Back in 2018, The Colour Works carried out a survey to gain a better understanding of the people-related issues that were holding back their customers’ growth and performance. The results presented an unexpected challenge. Whilst it appeared that The Colour Works had already developed solutions to many of the key business issues, it became evident that a lack of clarity in their offering meant that potential customers were unaware of these solutions.
The existing website was cluttered and busy with little thought to design or UX. The lack of defined user journey left potential customers lost and confused leading to a high bounce rate where individuals were unable to find what they were looking for. In addition, the website and branding focused heavily on the ‘four colour energies’ described in the Insights Discovery colour model of behaviour. This model provides an excellent way for people to understand more about themselves and others; however, the focus on this single solution was at risk of overshadowing the depth and breadth of The Colour Works’ offering.
Digital Storm were therefore appointed by The Colour Works to produce a new website that sought to combat these issues. The new site reduced content, utilising white space and organic shapes to create a flowing sense of motion to guide the user through an informative experience.
“The new colour palette and gradients that are used in the logo and throughout the website seek to play off the colour personality theory creating a visual representation that everyone is unique and has a mix of personality traits.” Oli Evans, Designer at Digital Storm
Alongside the work that Digital Storm were undertaking, The Colour Works were busy repositioning and clearly defining their service offering. The outcome of this can be explored with the new sitemap and adds to the improvement in user experience. Digital Storm has also developed two interactive team and personal assessment tools for the website, giving users a true sense of The Colour Works experience.
“Digital Storm showed genuine interest in our work, and we were pleased that the whole team took time out to experience and understand what we do. We asked for a website that would stand out and give users the opportunity to learn more about themselves, their colleagues and their team’s performance. Digital Storm helped to consolidate our objectives and delivered our vision of a fresh, informative website that brings our work to life.”
James Hampton, Development Director at The Colour Works
Following the new website’s launch, Digital Storm are now working with The Colour Works as a marketing partner to achieve their ambitious plans of growth.
“This has been a long project with many new developments throughout but The Colour Works have been a pleasure to work with on it. We are all extremely proud of the new website and look forward to a continued relationship with The Colour Works” Curtis Williams, Marketing Manager at Digital Storm.